Borjomi is a producer of Georgian mineral water of volcanic origin. Borjomi has a long tradition, its composition has been unchanged for over a century.Borjomi water is considered to be one of the most exclusive water brands in the world.
The client’s desire was to extend the activities that increase the brand’s awareness by including offline actions. For this purpose, over the course of six months, we have organized two sampling events in the biggest Polish cities. The goal was to reach as many people between the age of 25 and 40 as possible.
The first event was held in the summer at two breakfast markets in Warsaw, where participants were treated with Borjomi water. Our stand was clearly branded, which attracted the attention of passers-by. The logo appeared both on the flags and on the bottle-shaped stand. Hostesses were dressed in t-shirts and aprons designed specially for this occasion. In addition to the water tasting, an extra attraction was the opportunity to take an Instax photo in front of a branded rolup or in a Facebook frame and to take the photo home as a souvenir. During the breakfast markets, we managed to distribute water at a frequency of around 200 bottles per hour.
The second event took place at the end of the year in the period leading up to Christmas. The brand appeared in four major cities: Warsaw, Kraków, Wrocław and Gdańsk. This time the action took place in shopping malls, where hostesses in Santa’s caps were handing out holiday bags with a bottle and a can of water and a holiday card with personalized wishes. The aim of the campaign under the slogan “Feel the magic of Christmas” was to share the best with one’s loved ones. In total, we distributed almost 6,000 packages.
In the case of both of these actions, we have noted a lot of interest in our brand. By answering questions about the origin of water and its properties, we have contributed to raising brand awareness. The opportunity to samplethe water allowed the participants to get to know its taste and increase the chance that they will want to reach for it again in the future.